Data-Driven StoryTelling :
The Poetry of Big Data
Presented	
  by	
  Alan	
  Schulman,	
  VP	
  Global	
  Brand	
  Content...
2
The Poetry of Big Data
DATA = ?
The Science that Measures the Art?
A DEFINITION:	
  
© 2013 SAPIENT CORPORATION | CONFIDENTIAL
DATA:
Drives SAS platforms that automate Media Planning
Drives SAS platforms tha...
Why? Why are we so seduced by the automation and scale
of everything?
Where has it leſt us?
	
  
7
Is this Advertising?
Or
Addressability at Scale.
	
  
© 2013 SAPIENT CORPORATION | CONFIDENTIAL
What about Data Driven Creative - Addressability at Scale?
The Data that Informs...
© 2013 SAPIENT CORPORATION | CONFIDENTIAL
What does Data-Driven Creative Look like?
Paid Search Direct Response
Lead Gen
S...
© 2013 SAPIENT CORPORATION | CONFIDENTIAL
What does Data-Driven Creative Look like?
Headlines dynamically served?
But is this Advertising Moving Anybody?
Or is it just
Auto Addressability at Scale.
	
  
Markets & Media depend on Scale.
Human Insights & Creative Ideas rely on Skill.
Has the Scale of Market & Media Automation...
14
CAN YOUR DATA DO THIS ?
15
DATA CAN HELP US DELIVER SURPRISE &
DELIGHT ALL AROUND A BIG BRAND IDEA.
16
(3) TYPES OF
MESSAGING:
-  Mass Reach
-  Targeted Segments
-  One to One
Let’s look at some Data
Driven Creative
design...
17
Do you know what this is?
DATA DRIVEN
TARGETED SEGMENT
MESSAGING:
18
Or this?
19
Or this?
20
ANSWER:
Data patterns from the shoes of
NIKE marathon runners.
21
For the launch of the Nike Free Run+ 2 City Pack series, runners shoes were
embedded with RFID chips that yielded data ...
22
Leveraging Nike+ GPS,
marathon run data was
downloaded to custom
soſtware - importing the
metrics and telemetry
from eac...
23
The Data was then
converted and printed into
realtime custom branded
images based on the
speed, consistency and
unique ...
24
This high resolution
print was then
embossed around a box
for each runner to take
home their custom
NIKE shoes in.
25
The Innovation Lab at
Nike was then able to
laser etch the runner's
name, the distance they
ran and their run path
onto...
26
Data Driven Packaging
27
Real;me	
  Data	
  Driven	
  Design	
  
DATA DRIVEN
ONE-TO-ONE INTELLIGENT
CREATIVE
Has our industry has swung too far to the Science
of Advertising?
Are we so obsessed with Data and Soſtware services that we’re putting the
plumbing ahead of the poetry of our business?
There’s a world of possibilities around Data-driven creative...
if we recognize it’s a great idea-enabler and ampliflier.
T...
Because we musn’t forget,
The thing that ties us all together,
creatives or media types, buyers or sellars,
is that all of...
01010101THANK YOU.
@digschulman @sapientnitro
Data-Driven StoryTelling :
The Poetry of Big Data
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Case Study: "And Now A Word From The Creatives: Data Driven Storytelling in the Age of "Intelligent" Creative"

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Case Study: "And Now A Word From The Creatives: Data Driven Storytelling in the Age of "Intelligent" Creative"

  1. 1. Data-Driven StoryTelling : The Poetry of Big Data Presented  by  Alan  Schulman,  VP  Global  Brand  Content     §  @digschulman @sapientnitro
  2. 2. 2
  3. 3. The Poetry of Big Data
  4. 4. DATA = ? The Science that Measures the Art? A DEFINITION:  
  5. 5. © 2013 SAPIENT CORPORATION | CONFIDENTIAL DATA: Drives SAS platforms that automate Media Planning Drives SAS platforms that power trading desks & Programmatic Buying? Drives SAS platforms that deliver Audience Targeting Drives SAS platforms that enable Content Marketing Drives SAS solutions from DSPs to DMPs to virtually Every form of measurement, analytics & metrics. Where are we now?  
  6. 6. Why? Why are we so seduced by the automation and scale of everything? Where has it leſt us?  
  7. 7. 7
  8. 8. Is this Advertising? Or Addressability at Scale.  
  9. 9. © 2013 SAPIENT CORPORATION | CONFIDENTIAL What about Data Driven Creative - Addressability at Scale? The Data that Informs the Creative? 1 to 1 The Data that Writes the Creative? 1 to 1 The Science that Produces the Creative? 1 to 1 The Science that Serves the Creative? 1 to 1 The Science that Measures every nanosecond spent with/near/on or around the creative? 1 to 1 This is gonna be great right?
  10. 10. © 2013 SAPIENT CORPORATION | CONFIDENTIAL What does Data-Driven Creative Look like? Paid Search Direct Response Lead Gen Social
  11. 11. © 2013 SAPIENT CORPORATION | CONFIDENTIAL What does Data-Driven Creative Look like? Headlines dynamically served?
  12. 12. But is this Advertising Moving Anybody? Or is it just Auto Addressability at Scale.  
  13. 13. Markets & Media depend on Scale. Human Insights & Creative Ideas rely on Skill. Has the Scale of Market & Media Automation distracted us from the business we are really in?  
  14. 14. 14 CAN YOUR DATA DO THIS ?
  15. 15. 15 DATA CAN HELP US DELIVER SURPRISE & DELIGHT ALL AROUND A BIG BRAND IDEA.
  16. 16. 16 (3) TYPES OF MESSAGING: -  Mass Reach -  Targeted Segments -  One to One Let’s look at some Data Driven Creative designed for each type of audience we’re trying to reach these days.
  17. 17. 17 Do you know what this is? DATA DRIVEN TARGETED SEGMENT MESSAGING:
  18. 18. 18 Or this?
  19. 19. 19 Or this?
  20. 20. 20 ANSWER: Data patterns from the shoes of NIKE marathon runners.
  21. 21. 21 For the launch of the Nike Free Run+ 2 City Pack series, runners shoes were embedded with RFID chips that yielded data from each runner’s personal route to create dynamic images.
  22. 22. 22 Leveraging Nike+ GPS, marathon run data was downloaded to custom soſtware - importing the metrics and telemetry from each of the individual runs.
  23. 23. 23 The Data was then converted and printed into realtime custom branded images based on the speed, consistency and unique style of each person's run.  
  24. 24. 24 This high resolution print was then embossed around a box for each runner to take home their custom NIKE shoes in.
  25. 25. 25 The Innovation Lab at Nike was then able to laser etch the runner's name, the distance they ran and their run path onto a custom fabricated shoe box, which contained a pair of the 'City Pack' shoes from their race of origin.  
  26. 26. 26 Data Driven Packaging
  27. 27. 27 Real;me  Data  Driven  Design  
  28. 28. DATA DRIVEN ONE-TO-ONE INTELLIGENT CREATIVE
  29. 29. Has our industry has swung too far to the Science of Advertising?
  30. 30. Are we so obsessed with Data and Soſtware services that we’re putting the plumbing ahead of the poetry of our business?
  31. 31. There’s a world of possibilities around Data-driven creative... if we recognize it’s a great idea-enabler and ampliflier. The means to a more powerful end, rather than the end itself.
  32. 32. Because we musn’t forget, The thing that ties us all together, creatives or media types, buyers or sellars, is that all of us… everyone in this room… is still in the Idea Business.
  33. 33. 01010101THANK YOU. @digschulman @sapientnitro Data-Driven StoryTelling : The Poetry of Big Data

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